Is Your Reputation In Peril? Let Social Media Ride To The Rescue

Is Your Reputation In Peril? Let Social Media Ride To The Rescue

By now you probably realize (I hope) what a key role social media can play in helping you build and promote brand recognition. But social media can do even more than that! It’s also a vital tool for keeping your reputation shiny at a time when anyone can take to the internet and write a scathing report of their interactions with you – whether fair or not. Critical media reviews, embarrassing news reports and unhappy customers with an ax to grind all can create online headaches for you, leaving your reputation in shambles. When prospective customers or clients type your name into a search engine, they are greeted by all that negativity and may decide that it’s best to take their business elsewhere. Ouch! But you don’t have to just sit there and take it. You can strike back, not with cruel jabs of your own, by the way, but by letting your social media tell a better, more positive and more captivating story about you and your brand. How do you go about that? I asked EMSI’s senior social media strategist, Jay York, to share with you a few tips for using social media to manage your online reputation: Have a varied social media presence. This is basic, but critical. You should maintain a number of social media channels, such as Facebook, Twitter, LinkedIn, Pinterest and others. The more you are out there, the greater the odds that when someone Googles you or your business, your social media will show up on the first page of search results instead of someone’s negative assessment of you. And because of...
3 Things To Consider When Hiring Someone To Handle Your Social Media

3 Things To Consider When Hiring Someone To Handle Your Social Media

As recently as a year or two ago, it was common for me to have conversations with CEOs – especially older CEOs – who just didn’t “get” the entire social media phenomenon. They gave me a lot of pushback when I tried to persuade them that they were missing out if they weren’t making use of social media in their overall PR campaigns. Twitter? Facebook? They couldn’t grasp the point or understand how 140-character tweets or regular status updates could help them promote their personal or business brands. But the times they are a-changin’, as Bob Dylan so eloquently put it, and I don’t seem to get that pushback too often anymore. Somehow, the lesson has begun to sink in and now professionals from every age group understand social media’s importance. Hey, I tried to tell them way back when! Why a change of heart from those who previously were so reluctant? I’m not certain, but maybe it’s because they hear how even presidential candidates make use of social media these days. Maybe it’s because we’ve reached the point where people automatically assume they can connect with you on social media and are surprised – and perhaps annoyed – when they can’t. Regardless, the recognition that social media is a critical element of any publicity effort has taken hold! But that said, realize that you can’t just leave social media to chance, posting new content infrequently or failing to respond to questions, comments or complaints about you or your business that others post. Your social media platforms need to be tended to regularly. Most likely, if you’re a busy...
How To Make The Most Out Of Working With Your Social Media Team

How To Make The Most Out Of Working With Your Social Media Team

Take a look at nearly any recent photograph that shows a large group of people and it’s almost certain that many in the crowd are staring at their smartphones. Possibly some just received a text. But the odds are that a good chunk of them are looking at Facebook, Twitter, Instagram or other social media platforms. This is why social media is such a critical tool in promoting personal or business brands. But let’s face it. Many of us don’t have the time or the expertise to run a successful social media campaign on our own, which is why so many businesses and professionals today are hiring out the job. It’s a smart move because entrusting your social media marketing to a professional team can pay huge dividends. But (and isn’t there always a but?) don’t think that you’re completely off the hook if you want to be really successful.  You’re a key part of the team! Here are a few ways that you can help your social media team be most effective in managing your campaign. Keep them apprised of important happenings. Maybe you’re a CEO and your company has a major event coming up next month. Perhaps you’re an author and you have a schedule of book signings on the horizon. Make sure your social media team knows well enough in advance so they can make the most of promoting your events. Provide quotes or observations about world events. At EMSI, our social media team follows the news to see if anything is happening relevant to a client’s message. They’ll ask clients for a quote or for...
The Key Ingredients To Developing A Social Media Strategy

The Key Ingredients To Developing A Social Media Strategy

It’s hardly a secret that, if you’re promoting a brand, a great tool at your disposal is all the social media sites that have sprung up over the last several years and continue to flourish, such as Facebook, Twitter, LinkedIn, Instagram and others. But, as I hope everyone also knows by now, it’s easy – much too easy – to make brand-damaging mistakes on social media if you’re not careful. Big mistakes! In fact, if your aim is to promote your brand successfully, you shouldn’t even attempt social media without a carefully planned strategy. The willy-nilly approach won’t do it, and you even could end up in worse shape than before you started. So how does someone go about developing a social media strategy that works? Glad you asked! To answer the question, as I often do in such circumstances, I turned to one of the team members here at EMSI for assistance. In this case, it was Jay York, our senior social media strategist, who understands the nuances of social media and how to make the best use of social media’s advantages while avoiding the disadvantages. Jay says these four steps are critical as you develop your social media strategy: Identify your target audience. It’s important to decide just who it is you are trying to reach because that will affect the subsequent steps in your strategy. For example, knowing the likes and needs of your target audience will help determine the type of content you share on social media. If you sell a pricey item for teenagers, for instance, your target audience might actually be their parents...
An Active Presence On Social Media Can Head Off Bad Publicity

An Active Presence On Social Media Can Head Off Bad Publicity

I’m going to guess that if you wanted to track down the origin of consumer complaints, you would end up somewhere around the very first time humans got together to trade goods and services. Being unhappy with a transaction is a universal feeling – and was probably just as frustrating thousands of years ago as it is today! We’ve all been there at one time or another; all that’s changed is how we go about reporting our dissatisfaction. Over the years, we’ve tried mail. We’ve tried the telephone. We’ve tried email. But more and more these days, consumers are turning to social media as a favored route for grumbling about products or services that didn’t measure up to their expectations. The only question is whether anyone on the receiving end of those social media complaints is paying attention – and too often they aren’t! Perhaps that’s why I was so impressed by a recent news item that said CarMax employs a seven-member social-care team that responds to customer concerns, questions and complaints, usually in an hour or less. That sounds like a pretty good-sized team, until you keep reading in the article and learn that the team engages with about 4,000 to 6,000 people each month! That’s a lot of customers or potential customers who take to Facebook, Twitter or other platforms to communicate with CarMax about their experiences, both good and bad. But it’s also just one more example of what our social media strategists at EMSI have been telling me for quite some time now. Social media platforms have become a major player in the way customers...
Recommended Reading: 3 Articles That Explore And Extol Social Media’s Impact

Recommended Reading: 3 Articles That Explore And Extol Social Media’s Impact

  This week three articles came across my desk that resonated with me because they reinforce, and state beautifully, some of the things that we at EMSI have been saying about the value of social media for quite awhile now. These articles were such an inspiration that I nearly decided to burrow through old PR Insiders that touched on the same topics, and update what I wrote before as a reminder about why social media needs to be a part of your marketing efforts. But then it dawned on me. Rather than repeat myself, it might be an even better idea to let you hear some other voices for a change. So allow me to share with you a little about what stood out for me with each of the three articles, and provide links so you can read them in full. (In my view, they are definitely worth the time.) 5 reasons your boss needs to be on social media. One of my favorite things about this article is how it points out that no matter your target audience, social media is where you’ll find the people you’re marketing to. “Globally, more than two billion people are now on social media,” he writes. “The average user spends nearly two hours a day on social platforms. Studies have shown that millennials watch more YouTube than TV, and three out of four consumers say social media impacts their buying decisions. There’s little question that these trends will continue as more and newer social patterns emerge. So for executives, this begs the question: Social media is where your customers are —shouldn’t...